Research On The Impact Of Multi Channels Integration On Customers Purchase Intention

In the context of the rapid development of Internet,network has is closely related with people's life,the further development of the retail industry is facing a crucial opportunity,at the same time,retailers also slowly realized that take advantage of the Internet to further promote the importance of the development of the enterprise;Along with more and more retail enterprises,on the other hand,open online shop channel,the Internet can bring the advantages of present is not from the is not so obvious,on the contrary in some cases,online after multi-channel integration also affected the development of the enterprise.In the domestic and foreign related research literature reading and after finishing,found that previous studies dealing with enterprise resource allocation between channel Angle or the Angle of the conflict among channels is more,online multi-channel sales background to retailers,to online multi-channel integration of research and analysis of the relationship and consumers or less.So based on the scholars,on the basis of existing research,with retailers have online channels at the same time as the background,analysis and research on the enterprise online offline multi-channel retail environment,the channel service quality and consumer purchase intention by offline entities online multi-channel integration of the influence of service quality as well as the relationship between them,specific as follows:(1)offline entity channel integrating service quality impact on consumer purchase intention;(2)online multi-channel integration service quality impact on consumer purchase intention;And,(3)offline entity channel service quality impact on the quality of online multi-channel integration services.This article through to the related literature at home and abroad for reference and reference,the channel service quality is divided into two classes,including online multi-channel integration service quality and offline entity channel service quality;After reference to the mature TAM model,namely the technology acceptance model,the influence on consumer purchase intention factor set to become the customer perception of service quality,and build the online multi-channel integration channel service quality and service quality,offline entity assumes that the relationship among consumers purchase intention and concept model,at the same time the hypothesis model,a total of three hypotheses are put forward.Institute of applicable object of this article is the retailers in the online store and offline store have customers buying behavior and experience,by using methods of questionnaire survey method to collect data.Empirical analysis stage,the main online platform to collect the survey data,using SPSS21.0,AMOS21.0 statistics software are analyzed and explored,and finally the paper has put forward three hypotheses using the model structural equation model analysis and validation,the corresponding reasonable conclusion and specific Suggestions.In this article,through the empirical part of the data processing and analysis,also got business online,offline multi-channel integration under the background of the corresponding conclusions,specific as follows:channel can the service quality of online retailers,offline entities multi-channel integration service quality have a positive and significant impact,namely entity channels to improve service quality,online multi-channel integration will improve service quality;Online multi-channel integration service quality at the same time can have a positive and significant influence on the consumer purchase intention,namely online multi-channel integration service quality improvement,customer purchase intention will rise;Entities and offline channels for customers to purchase intention of the impact of the effect was not significant,the line changes in the physical channel can not forecast for customer purchase intention.Finally,the conclusion is obtained by the article,to the enterprise in multi-channel retail under the background of how to enhance the purchase intention put forward the opinions of the actual and reasonable,further the theory meaning and realistic meaning of the article,as well as enterprises are given specific Suggestions to improve the quality of online multi-channel integration services.